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Best Food Ever (television show), 
3
Bhatia, Sabeer, 
140
–41
Binge drinking, 
133
–35, 
139
–40
Birds, The (movie), 
203
Black, Rebecca, 
75
–77, 
83
, 
92
, 
207
BlackBerry, 
142
Blair Witch Project, 
42
–43
Blendtec, 
16
–18, 
42
, 
43
, 
171
, 
208
Will It Blend? campaign, 
17
–18, 
22
, 
26n
, 
59
, 
182
, 
198
, 
206
, 
210
Blogs, 
10
, 
26
, 
33
emotions and, 
95
, 
97
, 
119
, 
123
public visibility of, 
149
Bloomingdale’s, 
148
BMW, 
103
, 
113
Bono, 
224n
Book reviews, 
8
, 
19
, 
80
–81
Boring topics, see Interesting versus boring topics, word-of-mouth about
Boston Market, 
84
Boyle, Susan, 
103
–105, 
207
“Boy Who Cried Wolf, The,” 
183
Bradlow, Eric, 
135
Branding, 
210
, 
221n
stories and, 
193
, 
196
, 
198
see also specific brands
Brigham Young University, 
15
, 
16
Britain’s Got Talent (television show), 
103
–104
Buckley, William F., Jr., 
158
Budweiser beer, 
79
–80, 
92
Bullying, campaigns against, 
68
Burberry, 
50
–51, 
142
Bush, George W., 
75
Buzz, see Word of mouth
BzzAgent, 
63
–69, 
78
, 
84
, 
221n
C

---

Cafaro, Anthony, 
113
–16, 
123
–24
Cambodian Americans, 
205
Cancer:
emotions evoked by, 
103
, 
118
promoting public awareness of, 
137
–38, 
144
–45, 
153
, 
207
Carroll, Dave, 
111
–12
Cars:
purchases of, 
20
, 
36
, 
135
, 
217n
repairs to, 
186
Chanel, 
143
Cheerios, 
61
–62, 
66
, 
90
–91, 
206
Cheesesteak, hundred-dollar, 
2
–4, 
22
, 
23
, 
25
, 
42
, 
88
–89, 
196
, 
206
, 
207
, 
210
Chicken McNuggets, 
56
Chorak, Colleen, 
81
–82, 
84
, 
92
Cialdini, Bob, 
152
“Cinderella,” 
183
Clinton, Bill, 
14
Clothing industry, 
205
Coca-Cola, 
70
, 
86
, 
113
College campuses, alcohol abuse on, 
132
–35, 
139
–40
Compaq, 
142
Congress, U.S., 
150
Consumer Reports, 
36
, 
174
Contests, 
50
–51
Corn, shucking, 
155
–56
Corona beer, 
61
Cosby, Bill, 
14
–15
Coupons, 
64
, 
65
Craig, Ken, 
155
–56, 
158
, 
206
, 
208
Creative, 
142
Crest toothpaste, 
7
Crick, Francis, 
162
–63
Crif Dogs, 
29
–31, 
39
bar at, see Please Don’t Tell
CSI (television show), 
122
Customer rewards, 
52
, 
63
, 
170
–71
see also Frequent flier programs
Customer service, 
43
emotions evoked by, 
109
, 
120
remarkable, story about, 
184
–85, 
187
, 
189
D
Deal or No Deal (television show), 
122
Deals, psychology of, 
162
–70, 
176
Delta Airlines Platinum Medallion, 
47
–49
Democratic Party, 
73
Diamond Multimedia, 
142
Dickson, Tom, 
15
–18
Diet crazes, 
4
Diminishing sensitivity, 
166
–68

---

DIRECTV, 
42
Discounts, 
51
, 
59
, 
206
practical value of, 
160
–61, 
164
, 
166
–71
Discover magazine, 
94
Discovery channel, 
3
Disney Corporation, 
55
, 
99
see also Walt Disney World
DNA, 
163
Dole, Bob, 
224n
Donut shops, 
205
Dove products, 
191
–93, 
206
, 
208
Drugs, 
8
effectiveness of, 
5
, 
160
performance-enhancing, 
145
recreational, campaign to discourage teens from using, 
150
–52
Dry cleaners, 
205
E
eBay, 
194
Einstein, Albert, 
102
, 
162
Emmy Awards, 
94
Emotions, evoking, 
22
, 
23
, 
25
, 
93
–124, 
205
, 
207
–10
of arousal, 
108
–12, 
116
–18
of awe, 
102
–8
exercise and, 
120
–23
focus on, 
112
–16
negative, 
118
–20
practical value and 
158
, 
160
, 
173
, 
177
in sharing, 
96
–101
social currency and, 
90
through stories, 
182
, 
188
, 
193
, 
201
Erectile dysfunction (ED), 
149n
Evian, 
196
Exclusivity, 
31
–33, 
51
–57, 
59
–60, 
169
F
Facebook, 
7
, 
10
, 
12
, 
33
, 
40
, 
47
, 
57
, 
149
False information, 
5
sharing, 
176
traction of, 
120
Fantasy football, 
57
–58
Fast food, 
20
healthy, 
188
–89
regional, 
2
see also McDonald’s; Taco Bell
Fierce People (Wittenborn), 
70
Fight-or-flight response, 
108
Fischman, Ben, 
51
–53
Fitzsimons, Gráinne, 
72

---

Flash sales, 
52
Fogle, Jared, 
188
–89
Fortune 500 companies, 
9
Foursquare, 
48
–49, 
59
Free samples, 
9
, 
64
Frequent flier programs, 
44
–45, 
47
–48
G
Game mechanics, leveraging, 
23
, 
36
, 
44
–50, 
59
, 
209
Gap, 
35
, 
170
Gates, Bill, 
14
GEICO, 
79
Gilligan’s Island (television show), 
53
Giveaways, 
148
–49
Gladwell, Malcolm, 
13
GoldenPalace.com
, 
194
, 
199
Google, 
101
, 
119
Creative Lab, 
114
–16
“A Google a Day” trivia game, 
114
“Parisian Love” video, 
113
, 
115
–16, 
123
, 
206
Gore, Al, 
75
Grady, Denise, 
93
–97, 
101
, 
103
, 
124
Grisham, John, 
112
Grocery shopping, 
50
, 
148
, 
174
practical value in, 
159
, 
168
, 
171
reward programs for, 
171
stories about, 
197
–98
triggers for, 
71
, 
89
–90
word of mouth for, 
68
Groupon, 
160
Guerrilla marketing, 
66
Guinness World Records, 
196
Gurus, social media, 
14
, 
62
H
Habitats, triggers in, 
81
–84, 
92
, 
209
Haidt, Jonathan, 
102
Halal Chicken and Gyro food cart (New York), 
130
–31
Halal Guys food cart (New York), 
131
Hargreaves, David, 
71
Harvard University, 
33
, 
46
–47
Healthy habits, promoting, 
4
, 
8
, 
10
, 
95
emotions versus information in, 
112
–13, 
118
stories for, 
187
–89
triggers for, 
71
–73, 
87
–89
Heath, Chip and Dan, 
21
, 
101
Hedren, Tippi, 
203
–6
Herd mentality, see Social proof
Hershey candy company, 
81
–82

---

Hire, The (short film series), 
117
Hitchcock, Alfred, 
203
Holiday Inn Express, 
65
Holly, Buddy, 
197
Homer, 
180
Honda, 
113
Hope Village, 
203
Hornik, Bob, 
150
–52
Hotmail, 
140
–41, 
153
, 
206
Hot Topic, 
35
I
iCraze, 
125
Illinois, University of, 
40
iMac, 
125
Imitation, 
23
, 
127
–32, 
134
, 
153
Immediate word of mouth, 
67
–69, 
78
Immigrants, niche businesses of, 
203
–6
Infomercials, 
164
–65
Insiders, feeling like, see Exclusivity; Scarcity
Intel, 
153
Interesting versus boring topics, word-of-mouth about, 
15
, 
100
–1
social currency of, 
39
–42
triggers for, 
62
, 
66
–69, 
78
–79, 
90
International Babywearing Week, 
118
Internet, 
84
, 
117
, 
127
, 
140
–41, 
156
, 
181
casinos on, 
168
see also specific servers and websites
iPhone, 
110
, 
123
, 
174
iPod, 
142
–43, 
206
Irish Americans, 
205
Iyengar, Raghu, 
34
J
Jack Link’s, 
40
JetBlue, 
42
Jewish immigrants, 
205
Jobs, Steve, 
125
–27
Johannessen, Koreen, 
132
–33, 
140
Jokes, 
14
, 
36
, 
38
, 
105
, 
110
“Just Say No” anti-drug campaign, 
150
–51
K
Kahneman, Daniel, 
162
, 
163
Keller Fay Group, 
11
Keltner, Dacher, 
102
Kidney donations, 
129
–30
Kit Kat, 
81
–85, 
92
, 
208

---

Korean Americans, 
205
L
L.L. Bean, 
165
Lacoste, 
142
Lamborghinis, 
58
–59
Lance Armstrong Foundation, 
145
–46
see also Livestrong
Land’s End, 
165
, 
184
–85, 
187
, 
189
Late Show, 
3
Lauren, Ralph, 
65
, 
124
Le, Thuan, 
203
–5
Letterman, David, 
3
LGBT community, 
149n
Liquor stores, 
205
Livestrong, 
4
, 
206
wristbands, 
144
–47, 
153
, 
229–30n
LivingSocial, 
160
Logos, 
126
–27, 
142
, 
153
Louboutin, Christian, 
143
Loyalty marketing, see Customer rewards
Lululemon, 
148
, 
153
M
MacEachern, Scott, 
144
–47
Made to Stick (Heath), 
21
, 
116
Mad Men (television show), 
62
“Man Drinks Fat” (public service announcement), 
87
–88, 
118
, 
206
March of Dimes, 
65
Marlboro cigarettes, 
83
–85
Mars, Franklin, 
71
Mars candy company, 
70
–71, 
83
Massachusetts Institute of Technology (MIT), 
130
McDonald’s, 
56
–57
McKendrick, Jennifer, 
71
McNeil Consumer Healthcare, 
118
McShane, Blake, 
135
Medicines, see Drugs
Meehan, Jim, 
32
, 
55n
Meredith, Marc, 
74
Michelob beer, 
86
Microsoft, 
143
Milkman, Katherine, 
99
Millikan, Robert, 
94
Miracle Blade knives, 
164
, 
165
Mitchell, Jason, 
33
MoneyWhys, 
173
, 
208
Mormons, 
15
–16
Most E-Mailed lists, 
40
, 
93
–94, 
96
–98, 
103
, 
105
, 
107
–8, 
173

---

emotions and, 
108
, 
113
systematic analysis of, 
98
–101
public visibility and, 
145
Motivation, 
29
, 
45
–46, 
57
–59, 
77
Motrin, 
118
–20
Moustaches, public visibility of, 
136
–39, 
153
, 
207
Movember Foundation, 
138
–39, 
153
, 
206
Movies, 
42
, 
164
emotions evoked by, 
108
, 
117
reviews of, 
7
social currency of, 
40
, 
43
, 
55
word of mouth about, 
13
, 
15
, 
68
, 
221n
Music, 
75
–76
digital players, 
142
–43
emotions and, 
102
, 
112
, 
115
illegal downloads of, 
152
public visibility and, 
149
social currency of, 
35
–36
stories and, 
180
Muzak, 
71
N
Nail salons, 
203
–5
Narratives, see Stories
National Aeronautic and Space Administration (NASA), 
70
–71
National Youth Anti-Drug Media Campaign, 
150
New England Journal of Medicine, The, 
83
New York City Department of Health (DOH), 
87
–88
New York magazine, 
130
New York Times, The, 
20
, 
94
–96, 
102
, 
119
book review, 
80
–81
Most E-mailed list, 
40
, 
93
, 
97
–101, 
103
–5, 
107
, 
174
, 
224n
NeXT Computer, 
125
Niche businesses, immigrant-owned, 
203
–5
Nike, 
142
, 
144
–46
Baller Bands, 
145
Nobel Prize, 
162
–63
Nonprofits, 
10
, 
25n
, 
26
, 
113
, 
206
see also specific organizations and foundations
North, Adrian, 
71
Novelty, 
39
, 
42
, 
66
–67
O
Obama, Barack, 
103
Obesity, campaigns against, see Healthy habits, promoting
Observability, see Public visibility
Odyssey, The (Homer), 
157
O’Hare Airport, 
111
Olympics, 
50
, 
118
, 
193
–95, 
199

---

Ongoing word of mouth, 
67
–69, 
78
Opinion leaders, 
13
Organ transplants, 
129
–30
P
PageRank algorithms, 
113
Panda cheese, 
197
–98
Pathfinder mission, 
70
–71
Pay it forward, prosocial ideal of, 
159
Pennebaker, Jamie, 
93
Pennsylvania, University of, 
17
Petrified Forest National Park, 
152
–53
Philips, 
63
Photoshop, 
190
–91
Physics Today magazine, 
94
Physiological arousal, 
108
–12
Pinocchio (movie), 
55
Piper, Tim, 
189
–92
Please Don’t Tell, 
31
–32, 
39
, 
54
, 
55n
, 
59
–60, 
169
, 
206
Politics, 
20
, 
26
, 
131
, 
158
emotions evoked by, 
120
, 
123
practical value in, 
160
triggers and, 
75
word of mouth in, 
10
, 
13
see also Voting behavior
Polling places, influence on voter behavior of, 
73
–75
Postman, Joseph, 
199
–200
PowerBook G4, 
110
Practical value, 
24
, 
25
, 
26n
, 
94
, 
155
–77, 
205
, 
207
–10
of information, 
101
, 
172
–76
public visibility and, 
141
remarkable, 
168
–72
of saving money, 
160
–68
of stories, 
182
, 
188
Price, 
5
–7, 
16
, 
57
, 
186
high, see Cheesesteak, hundred-dollar
public visibility and, 
146
practical value and, 
160
–71
social currency and, 
51
–56
of stocks, impact of emotion on, 
112
Pringles, 
143
Private sales, 
52
Product reviews, 
20
, 
182
Promotional offers, 
63
practical value of, 
160
, 
168
–71
see also Discounts
Prospect theory, 
163
–68
Prostate Cancer Foundation of Australia, 
138
Public service announcements (PSAs), 
86
–90, 
112
–13, 
118
, 
149
–52
Public visibility, 
20
, 
23
–25, 
26n
, 
125
–53, 
205
, 
207
, 
209

---

antithetical effects of, 
149
–53
behavioral residue and, 
144
–49
emotions evoked by, 
97
, 
115
imitation and, 
127
–32
power of, 
132
–36
practical value and, 
172
providing private concerns with, 
136
–40
through self-advertising, 
140
–44
social currency and, 
54
stories and, 
192
, 
201
Q
Quality, 
5
–7, 
25
, 
196
, 
210
of buzz, 
59
, 
130
low, 
56
see also Practical Value
R
Rasmussen, Scott, 
80
Reagan, Nancy, 
150
Reduced prices, see Discounts
Reese’s Pieces, 
89
Reference price, 
165
Remarkability, 
22
, 
26n
, 
31
–32, 
36
–44, 
59
of practical value, 
168
–72
public visibility and, 
141
of stories, 
185
, 
188
, 
194
–95
triggers and, 
69
, 
89
Republican Party, 
73
Restaurants, 
36
, 
38
, 
40
, 
48
, 
174
–75
casual dining, see Boston Market; Crif Dogs
high-end, see Barclay Prime
practical value of, 
170
, 
177
public visibility of, 
127
–28, 
148
reviews of, 
127
, 
174
, 
175
triggers for, 
84
word of mouth for, 
2
–3, 
10
, 
22
, 
23
, 
53
, 
64
, 
66
Reusable bags, 
89
–90, 
148
Reviews, 
149
book, 
8
, 
19
, 
80
–81
movie, 
7
product, 
20
, 
182
restaurant, 
127
, 
174
, 
175
Rolex watches, 
54
“Roller Babies” video, 
196
Rubenstein, Marke, 
37
–38
Rue La La, 
52
–54, 
55n
, 
59
, 
169
, 
206
Rumors, 
13
, 
26
, 
199
false, emotions evoked by, 
120

---

on social media, 
7
S
Sales, 
5
, 
10
emotions and, 
117
negative publicity and, 
20
, 
80
–81
practical value and, 
161
, 
164
–66, 
169
public visibility and, 
135
, 
142
social currency and, 
51
–53, 
56
, 
210
stories and, 
192
, 
196
triggers for, 
20
, 
63
–64, 
70
–71, 
80
–83
word of mouth and, 
8
, 
18
Sample sales, 
52
Scarcity, 
54
–57, 
59
, 
169
School of Visual Arts, 
113
Schwartz, Eric, 
66
Secrecy, see Exclusivity
Segall, Ken, 
125
, 
127
Shakespeare, William, 
183
Shake Weight, 
81
Sharing:
emotions and, 
96
–101
self-, 
36
, 
59
see also Word of mouth
Shebairo, Brian, 
30
–31
Silk nondairy milk products, 
65
Simester, Duncan, 
165
Six Sigma management strategy, 
4
SmartBargains.com
, 
51
–52
Smart Shopper loyalty club, 
52
Smith, Jack, 
140
–41
Smoking cessation, see Healthy habits, promoting
Snapple, 
37
–39
Snow White (movie), 
55
Social currency, 
22
–23, 
25
, 
26n
, 
29
–60, 
205
, 
207
–10
emotions and, 
101
, 
103
, 
106
of exclusivity and scarcity, 
31
–33, 
51
–57, 
59
–60
of inner remarkability, 
37
–44
leveraging game mechanics for, 
44
–51
motivation and, 
57
–59
practical value and, 
158
–60, 
168
–70, 
177
public visibility and, 
139
, 
141
–42, 
147
–48
of self-sharing, 
33
–36
stories and, 
181
, 
188
, 
201
triggers and, 
62
, 
66
, 
69
, 
77
, 
90
Social epidemics, 
4
, 
13
, 
18
, 
206
–7
Social media, 
10
–12, 
62
, 
119
–20
see also Facebook; Twitter; YouTube
Social proof, 
128
–31, 
134
, 
141
–44, 
147
, 
148
, 
151
, 
153
Social transmission, 
7
–10, 
26
–27

---

see also Social media; Word of mouth
Solitaire, 
46
Sonicare electric toothbrushes, 
63
–64
Sons of Maxwell, 
111
Sorensen, Alan, 
80
South Beach diet, 
4
Spiegel, 
165
Spotify, 
149
Stapleton, Bill, 
146
Starwood Hotels, 
1
Status symbols, 
23
airline rewards programs as, 
44
–45, 
47
–49
credit cards as, 
49
–50
public visibility of, 
148
scarcity and exclusivity of, 
55
STEPPS, 
25
, 
207
–10
see also Emotions, evoking; Social Currency; Practical Value; Public visibility; Stories;
Triggers
Stockholm University, 
162
Stories, 
7
, 
13
, 
21
–22, 
24
–26, 
179
–201, 
203
–5, 
207
emotions evoked by, 
106
–7, 
121
learning through, 
186
–89
practical value of, 
158
, 
172
, 
175
, 
210
social currency of, 
39
–42
Trojan horse, 
189
–93, 
209
as vessels, 
181
–86
virality of, 
193
–201
Subway sandwich chain, 
187
–89
Sudoku puzzles, 
46
Sunny Delight, 
71
Super Bowl, 
224n
Supermarkets, see Grocery shopping
Surprise, generating, 
67
, 
102
by breaking expected patterns, 
42
in stories, 
22
, 
188
T
Taco Bell, 
64
Tamir, Diana, 
33
Targeting, 
8
–10, 
72
, 
79
Terra Blues, 
42
Thaler, Richard, 
163
Thelonious Monk Institute of Jazz, 
112
Tide detergent, 
7
Tiffany, 
148
Time magazine, 
94
, 
112
Tipping Point, The (Gladwell), 
13
, 
19
, 
21
Tour de France, 
144
, 
146
Triggers, 
23
, 
25
, 
61
–92, 
205
, 
207
–10
affected on behavior of, 
69
–75

---

context of, 
77
–81
days of week as, 
75
–77
effective, frequency of stimulus for, 
85
–90
emotions evoked by, 
95
, 
118
habitat for, 
81
–85
immediate versus ongoing, 
67
–69
practical value and, 
158
, 
177
public visibility of, 
136
stories as, 
186
, 
189
, 
201
Trojan Horse, 
24
, 
179
–82, 
191
, 
199
, 
200
Truth, 
5
, 
176
Tversky, Amos, 
163
Twitter, 
10
, 
12
–13, 
47
, 
48
, 
57
, 
90
, 
119
, 
208
Tylenol, 
40
U
United Airlines, 
111
–12
Premier status, 
44
–45, 
47
Urban legends, 
20
, 
183
USA Today, 
3
U2, 
224n
V
Vacuum cleaners, 
157
–58
Vanguard, 
173
–74, 
177
, 
208
Viagra, 
149n
Victoria’s Secret, 
148
Videos, 
40
, 
97
, 
114
–15, 
191
–92, 
196
, 
208
, 
210
emotional response to, 
103
–5, 
114
–15, 
123
–24
public service announcement, 
87
–88, 
149
–51
see also YouTube; titles of specific videos
Vietnamese refugees, 
203
–6
Village People, 
81
Village Squire Restaurants, 
40
Virality, 
6–7n
, 
13
–15, 
17
–18, 
20
, 
22
, 
201
, 
208
, 
209
emotion and, 
93
–100, 
103
–12, 
115
, 
120
practical value and, 
155
–58, 
174
–75,
social currency and, 
26
, 
32
stories and, 
24
, 
193
–201
triggers and, 
66
, 
76
–77
Virgil, 
180
Voting behavior, 
128
, 
207
public visibility and, 
147
–48, 
153
triggers and, 
73
–75
word of mouth and, 
7
, 
13
, 
51
, 
68
W
Walkman, 
143

---

Wall Street Journal, The, 
3
, 
98
–99
Walt Disney World, 
61
–62, 
66
, 
90
, 
158
Watson, James D., 
162
–63
Watts, Duncan, 
206
Weber grills, 
161
Websites, 
5
, 
7
, 
32
, 
38
, 
81
, 
97
, 
131
content, 
97
–98, 
123
game mechanics and, 
48
, 
50
–51
practical value of, 
160
, 
174
, 
177
public visibility and, 
136
, 
139
, 
144
, 
149
, 
152
word of mouth about, 
216n
see also specific websites
Wein, Howard, 
1
–2, 
210
Wells Fargo, 
39
–40
Wharton School, 
17
, 
18
, 
34
, 
105
, 
136
–37, 
148
Wheeler, Christian, 
74
Word of mouth, 
7
–15, 
20
, 
21
–22, 
27
, 
208
–10
emotions and, 
117
, 
122
game mechanics and, 
48
generating, 
10
–15, 
39
, 
55
, 
59
 (see also BzzAgent)
immediate versus ongoing, 
67
–69, 
78
online, 
11
–12, 
39
 (see also Most E-mailed lists)
in political campaigns, 
51
products and services worthy of, 
15
–18
public visibility and, 
136
, 
141
stories and, 
181
, 
194
–96
triggers for, 
62
, 
67
, 
77
–81, 
84
, 
90
–91, 
205
see also Social currency
Wright, George, 
16
, 
206
Y
“YMCA” (song), 
81
YouTube, 
6
–7, 
10
, 
12
, 
17
, 
20
, 
67
, 
110
, 
112
, 
123
, 
156
Z
Zhang, Juanjuan, 
130
Ziploc bags, 
78
–79

---

Simon & Schuster
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Copyright © 2013 by Social Dynamics Group, LLC
All rights reserved, including the right to reproduce this book or portions thereof in any form
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SIMON & SCHUSTER and colophon are registered trademarks of Simon & Schuster, Inc.
Photo, 
p. 85
: Courtesy of the California Department of Public Health. Photo, 
p. 88
: © 2009 The City
of New York, Department of Health and Mental Hygiene; all rights reserved. Graph, 
p. 91
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Library of Congress Cataloging-in-Publication Data
Berger, Jonah.
Contagious : why things catch on/Jonah Berger.
p. cm.
Includes bibliographical references and index.
1. New products. 2. Consumer behavior. 3. Popularity— Economic aspects. I. Title.
HF5415.153.B463   2012
658.8’342—dc23              2012034583
ISBN 978-1-4516-8657-9
ISBN 978-1-4516-8659-3 (ebook)

---

Table of Contents
Introduction: Why Things Catch On
1. Social Currency
2. Triggers
3. Emotion
4. Public
5. Practical Value
6. Stories
Epilogue
Acknowledgments
Readers Group Guide
Questions for Discussion
Expand Your Book Club
A Conversation with Jonah Berger
About Jonah Berger
Notes
Index

---

Document Outline

• Introduction: Why Things Catch On
• 1. Social Currency
• 2. Triggers
• 3. Emotion
• 4. Public
• 5. Practical Value
• 6. Stories
• Epilogue
• Acknowledgments
• Readers Group Guide
  • Questions for Discussion
  • Expand Your Book Club
  • A Conversation with Jonah Berger
• About Jonah Berger
• Notes
• Index